If you have a business, LinkedIn is a logical place to have a social media presence. On this professional network, you have the opportunity to connect with your vendors, strategic partners, and customers as well as prospects. Having yet another social media presence may seem daunting, but LinkedIn Company Pages operate similar to Facebook Pages so the learning curve of setting up and maintaining one should not be steep.

Managing your LinkedIn Page involves many of the same things you would do on Facebook including:

• Crafting, scheduling, and publishing posts
• Interacting with post comments
• Resharing content that mentions your company
• Driving traffic to your website or online store

Sometimes the smallest tactics or changes to your LinkedIn Page can increase visibility and engagement. Here are three things you can do to attract more attention or encourage interaction.

1. Add posts to the Featured section

Like Facebook Pages, LinkedIn Pages allow you to pin, or feature, up to six posts. You can also pin one post directly to the top of your news feed. Featured posts instantly get more visibility when someone visits your Page and therefore are more likely to get engagement. Feature both time sensitive posts that require more immediate attention such as event announcements or job openings, but also feature posts that provide more information about your company, such as a behind-the-scenes glimpse or a presentation that encapsulates what your company offers.

2. Call-to-action button

To make it easier for visitors to your LinkedIn Page to reach out directly to you, add a call-to- action button. On Premium Company Pages, this button appears at the top of the page, next to the Follow button. If you aren’t paying the extra fee for the Premium level, the call to action appears when a visitor clicks on the three dots to the right of the Follow button.

With a regular LinkedIn account, you will see the following options for a call to action:

• Visit website
• Contact us
• Learn more
• Sign up
• Register
• Visit store

Select the action you want and then enter the URL where a visitor can reach out, fill out a form, sign up, etc., then hit save and that option will be added to your page.

3. Upload tangible content

Unlike Facebook, LinkedIn lets you upload files including Word documents, PDFs, and PowerPoint slides, so take advantage of that. Create branded documents that are downloadable including manuals, how-to guides, checklists, fact sheets, and other useful information.

Don’t forget to upload videos as well. Studies show that videos get 5 times more engagement on LinkedIn than static images. LinkedIn supports more video formats than Facebook including QuickTime and MPEG-4.

Short form videos continue to grow in popularity which can be faster and easier to produce than longer form ones. However, if you are already producing videos for your business, including commercials, remember to upload them to your LinkedIn Page to attract attention.

Bonus Tactics

If you haven’t already done this, instruct your team members to link to your company’s LinkedIn Page from their LinkedIn profiles. Encourage your team to share content from the page to their personal profiles.

You can even have employees tag your company page when they post about company events and news on their personal profiles. Before doing this, make sure to establish clear social media guidelines to help manage the message.

While there are additional features you can access if you pay for a Premium Company Page, is it worth it? A Premium page costs about $100/month or $840 per year and comes with enhancements such as the ability to customize your call-to-action button and position it more prominently on the page. Other features include auto-invites to automatically invite anyone who interacts with your posts to follow your page, more visitor insights, and a golden "badge" for the page that is meant to boost credibility.

If LinkedIn is your main social network where you are getting results, a Premium subscription may be a worthwhile investment. Otherwise, simply having a Company Page on LinkedIn gives you some visibility, credibility, and the potential to connect with others to help grow your business.